Systems and methods for advanced targeting

ABSTRACT

A system for testing the effectiveness of webpage configurations is disclosed. Tags indicating dependency between sections of a webpage may be associated with the sections. In response to a version of a first section of a webpage being tested, an associated tag may indicate that the content or behavior of a second section is dependent on the first section. A webpage configuration including content of the first section, and corresponding behavior and content of the second section, may be transmitted to a web client. Data may be collected indicating the effectiveness of the webpage configuration.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of, claims priority to and thebenefit of, U.S. Ser. No. 13/436,579 filed Mar. 30, 2012 and entitled“SYSTEMS AND METHODS FOR ADVANCED TARGETING,” which is incorporatedherein in its entirety.

BACKGROUND

1. Field

The disclosure generally relates to testing systems for web pageconfigurations, and more particularly, to an advanced targeting systemfor selecting and transmitting effective web configurations to users.

2. Related Art

Organizations depend on their websites for various business purposes.Website operators face challenges in maximizing the conversion rates andthe effectiveness of the website, such as the number of consumers thatmake a purchase from the website, the number of people converting intocard members with the organization, or the number that signup fornewsletters etc. A website's conversion rate and/or the effectiveness isa measure of how successfully the website persuades users to act on whatis offered by the website.

In order to determine an effectiveness of a website, the website isfirst tested amongst different users by presenting multiple versions ofthe website content and determining the most effective website versionto be transmitted to the users when the website goes live. There arevarious methods for determining the effectiveness of the websitecontent. One way to do so is by defining a plurality of sections withinthe web page and presenting specific sections only based on a user'sprofile or history with the website. Conventional systems and methodscontrol one or more sections independently on the web page. However,none of the existing methods check for dependencies amongst the contentand the sections of the web page. Therefore, the various webpageconfigurations are not effectively tested.

Thus, there is a need for a method, system and/or program for advancedtargeting and providing the most relevant information to the user, inorder to increase the conversion rate and the effectiveness of thewebsite. Also, there is a need for a system that is able to test webpagecontent where the content of two sections may be dependent on eachother.

SUMMARY

The present disclosure includes systems, methods, and articles ofmanufacture for testing webpage effectiveness. The method may compriseusing a computer-based system to store a plurality of webpageconfigurations in a database. A first version of a first section of awebpage may be identified for testing. The computer-based system maydetermine that content of a second section of the webpage is dependenton content of the first section. The computer-based system may select afirst version of the second section based on the first version of thefirst section, and transmit a first webpage configuration comprising thefirst version of the first section and the fist version of the secondsection to a first web client. The transmitting may occur in response toreceiving a request to access the webpage.

In various embodiments, the content of the second section may beselected dynamically based upon the content of the first section. Themethod may include determining that behavior of the second section isdependent on the content of the first section. The method may furtherinclude storing effectiveness data associated with the first webpageconfiguration. The effectiveness data may comprise at least one ofnumber of user clicks, number of user enrollments, amount of time spenton the webpage, and user survey responses.

The method may further comprise transmitting a second webpageconfiguration comprising a second version of the first section and asecond version of the second section to a second web client. The methodmay include storing effectiveness data associated with the secondwebpage configuration. The effectiveness data associated with the firstwebpage configuration may be compared with the effectiveness dataassociated with the second webpage configuration. The most effectivewebpage configuration may be selected to be displayed to users.

A tag may be associated with the first section. The tag may indicatethat the second section is dependent on the first section. The contentor behavior of the second section may be selected based upon the tag.The tag may comprise html. A tag may be associated with the secondsection. The tag may indicate that the second section is dependent onthe first section.

In various embodiments, the webpage testing comprises multivariatetesting. Results of the multivariate testing may be stored, and theresults may be used to determine the most effective webpageconfiguration. The first section may comprise features of a transactionaccount, and the second section may comprise benefits associated withthe features.

The method may further include receiving information associated with auser. The first version of the first section of the webpage to be testedmay be identified based upon the information associated with the user.The information associated with the user may be stored and may beassociated with effectiveness data associated with the first webpageconfiguration.

BRIEF DESCRIPTION OF THE DRAWINGS

The features and advantages of the disclosure will become more apparentfrom the detailed description set forth below when taken in conjunctionwith the drawings, in which like reference numbers indicate identical orfunctionally similar elements. Additionally, the left-most digit of areference number identifies the drawing in which the reference numberfirst appears.

FIG. 1 is an environment in which an advanced targeting module may bedeployed, according to various embodiments of the disclosure;

FIG. 2 is an implementation of the advanced targeting module forselecting and transmitting effective web configurations to users,according to various embodiments;

FIG. 3 is a screen shot of a first version of a web page configurationwith a first version of a first section and a second section, on anexample online interface of a transaction account issuer, according tovarious embodiments;

FIG. 4 is a screen shot of a second version of a web page configurationwith a second version of a first section and a second section, on anexample online interface of a transaction account issuer, according tovarious embodiments;

FIG. 5 is a screen shot of a third version of the web page configurationwith a third version of a first section and a second section, on anexample online interface of a transaction account issuer, according tovarious embodiments;

FIG. 6 is a flowchart illustrating one example process for selecting andtransmitting effective web configurations to users, according to variousembodiments; and

FIG. 7 is a block diagram of an exemplary computer system, according tovarious embodiments.

DETAILED DESCRIPTION

The detailed description of exemplary embodiments herein makes referenceto the accompanying drawings and pictures, which show variousembodiments by way of illustration. While these various embodiments aredescribed in sufficient detail to enable those skilled in the art topractice the disclosure, it should be understood that other embodimentsmay be realized and that logical and mechanical changes may be madewithout departing from the spirit and scope of the disclosure. Thus, thedetailed description herein is presented for purposes of illustrationonly and not of limitation. For example, the steps recited in any of themethod or process descriptions may be executed in any order and are notlimited to the order presented. Moreover, any of the functions or stepsmay be outsourced to or performed by one or more third parties.Furthermore, any reference to singular includes plural embodiments, andany reference to more than one component may include a singularembodiment.

Phrases and terms similar to “transaction account” may include anyaccount that may be used to facilitate a financial transaction.

The systems, methods and computer program products disclosed inconjunction with various embodiments of the disclosure are embodied insystems and methods for advanced targeting. The phrase “advancedtargeting” is only exemplary and used for descriptive purposes, and mustnot be construed to limit the scope of the disclosure.

FIG. 1 shows an environment 100 in which the disclosure may be utilized,in accordance with various embodiments. Environment 100 may include atleast one web client, such as a web client 102, at least one contentmanagement database, such as a content management database 104, a testconfiguration database 106, an advanced targeting module 108, and acommunication network 110. Web client 102, content management database104, test configuration database 106, and advanced targeting module 108may communicate with each other over communication network 110. Invarious embodiments, advanced targeting module 108 may be configured totest the effectiveness of a web page configuration.

Examples of communication network 110 may include, but are not limitedto, a wide area network (WAN), a local area network (LAN), an Ethernet,Internet, an Intranet, a cellular network, a satellite network, or anyother suitable network for transmitting data. Communication network 110may be implemented as a wired network, a wireless network or acombination thereof.

Web client 102 may include any device (e.g., personal computer) whichcommunicates via any network, for example such as those discussedherein. Such browser applications comprise Internet browsing softwareinstalled within a computing unit or a system to conduct onlinetransactions and/or communications. These computing units or systems maytake the form of a computer or set of computers, although other types ofcomputing units or systems may be used, including laptops, notebooks,tablets, hand held computers, personal digital assistants, set-topboxes, workstations, computer-servers, main frame computers,mini-computers, PC servers, pervasive computers, network sets ofcomputers, personal computers, such as iPads, iMACs, and MacBooks,kiosks, terminals, point of sale (POS) devices and/or terminals,televisions, or any other device capable of receiving data over anetwork. A web-client may run Microsoft Internet Explorer, MozillaFirefox, Google Chrome, Apple Safari, or any other of the myriadsoftware packages available for browsing the internet.

Practitioners will appreciate that a web client may or may not be indirect contact with an application server. For example, a web client mayaccess the services of an application server through another serverand/or hardware component, which may have a direct or indirectconnection to an Internet server. For example, a web client maycommunicate with an application server via a load balancer. In anexemplary embodiment, access is through a network or the Internetthrough a commercially-available web-browser software package.

As those skilled in the art will appreciate, a web client includes anoperating system (e.g., Windows NT, 95/98/2000/CE/Mobile, OS2, UNIX,Linux, Solaris, MacOS, PalmOS, etc.) as well as various conventionalsupport software and drivers typically associated with computers. A webclient may include any suitable personal computer, network computer,workstation, personal digital assistant, cellular phone, smart phone,minicomputer, mainframe or the like. A web client can be in a home orbusiness environment with access to a network. In an exemplaryembodiment, access is through a network or the Internet through acommercially available web-browser software package. A web client mayimplement security protocols such as Secure Sockets Layer (SSL) andTransport Layer Security (TLS). A web client may implement severalapplication layer protocols including http, https, ftp, and sftp.

Content management database 104 may store one or more web pages and thecontent of the web pages to be tested. Additionally, content managementdatabase 104 may store tagged versions of the content of the web pagesfor testing. For example, a web designer may store rules related to theweb page, the content of the web page and tagging of the sections of theweb page, in content management database 104. The tags may indicate theinterdependencies between a plurality of sections within the web page.For example, the tags may be hypertext markup language (HTML) tags.

Test configuration database 106 may store the information associatedwith a user interaction with the web page. For example, the informationmay include, but is not limited to, user clicks, number of userenrollments, amount of time spent on the web page, and user surveyresponses, etc. Test configuration database 106 may be updated in realtime by advanced targeting module 108. Web client 102 and advancedtargeting module 108 may communicate with content management database104 and test configuration database 106 through communication network110.

Content management database 104 and test configuration database 106 mayemploy any type of database, such as relational, hierarchical,graphical, or object-oriented structure and/or any other databaseconfigurations. Common database products that may be used to implementthe databases include DB2 by IBM (Armonk, N.Y.), various databaseproducts available from Oracle Corporation (Redwood Shores, Calif.),Microsoft Access or Microsoft SQL Server by Microsoft Corporation(Redmond, Wash.), MySQL by MySQL AB (Uppsala, Sweden), or any othersuitable database product. Moreover, the databases may be organized inany suitable manner, for example, as data tables or lookup tables. Eachrecord may be a single file, a series of files, a linked series of datafields or any other data structure. Association of certain data may beaccomplished through any desired data association technique such asthose known or practiced in the art. For example, the association may beaccomplished either manually or automatically. Automatic associationtechniques may include, for example, a database search, a databasemerge, GREP, AGREP, SQL, using a key field in the tables to speedsearches, sequential searches through all the tables and files, sortingrecords in the file according to a known order to simplify lookup,and/or the like. The association step may be accomplished by a databasemerge function, for example, using a “key field” in pre-selecteddatabases or data sectors. Various database tuning steps arecontemplated to optimize database performance. For example, frequentlyused files such as indexes may be placed on separate file systems toreduce In/Out (“I/O”) bottlenecks.

More particularly, a “key field” partitions the database according tothe high-level class of objects defined by the key field. For example,certain types of data may be designated as a key field in a plurality ofrelated data tables and the data tables may then be linked on the basisof the type of data in the key field. The data corresponding to the keyfield in each of the linked data tables is preferably the same or of thesame type. However, data tables having similar, though not identical,data in the key fields may also be linked by using AGREP, for example.In accordance with various embodiments, any suitable data storagetechnique may be utilized to store data without a standard format. Datasets may be stored using any suitable technique, including, for example,storing individual files using an ISO/IEC 7816-4 file structure;implementing a domain whereby a dedicated file is selected that exposesone or more elementary files containing one or more data sets; usingdata sets stored in individual files using a hierarchical filing system;data sets stored as records in a single file (including compression, SQLaccessible, hashed via one or more keys, numeric, alphabetical by firsttuple, etc.); Binary Large Object (BLOB); stored as ungrouped dataelements encoded using ISO/IEC 7816-6 data elements; stored as ungroupeddata elements encoded using ISO/IEC Abstract Syntax Notation (ASN.1) asin ISO/IEC 8824 and 8825; and/or other proprietary techniques that mayinclude fractal compression methods, image compression methods, etc.

In various embodiments, the ability to store a wide variety ofinformation in different formats is facilitated by storing theinformation as a BLOB. Thus, any binary information can be stored in astorage space associated with a data set. As discussed above, the binaryinformation may be stored on the financial transaction instrument orexternal to but affiliated with the financial transaction instrument.The BLOB method may store data sets as ungrouped data elements formattedas a block of binary via a fixed memory offset using either fixedstorage allocation, circular queue techniques, or best practices withrespect to memory management (e.g., paged memory, least recently used,etc.). By using BLOB methods, the ability to store various data setsthat have different formats facilitates the storage of data associatedwith the financial transaction instrument by multiple and unrelatedowners of the data sets. For example, a first data set which may bestored may be provided by a first party, a second data set which may bestored may be provided by an unrelated second party, and yet a thirddata set which may be stored, may be provided by an third partyunrelated to the first and second party. Each of these three exemplarydata sets may contain different information that is stored usingdifferent data storage formats and/or techniques. Further, each data setmay contain subsets of data that also may be distinct from othersubsets.

As stated above, in various embodiments of content management database104 and test configuration database 106, the data can be stored withoutregard to a common format. However, in one exemplary embodiment, thedata set (e.g., BLOB) may be annotated in a standard manner whenprovided for manipulating the data onto the financial transactioninstrument. The annotation may comprise a short header, trailer, orother appropriate indicator related to each data set that is configuredto convey information useful in managing the various data sets. Forexample, the annotation may be called a “condition header”, “header”,“trailer”, or “status”, herein, and may comprise an indication of thestatus of the data set or may include an identifier correlated to aspecific issuer or owner of the data. In one example, the first threebytes of each data set BLOB may be configured or configurable toindicate the status of that particular data set; e.g., LOADED,INITIALIZED, READY, BLOCKED, REMOVABLE, or DELETED. Subsequent bytes ofdata may be used to indicate for example, the identity of the issuer,user, transaction/membership account identifier or the like. Each ofthese condition annotations are further discussed herein.

The data set annotation may also be used for other types of statusinformation as well as various other purposes. For example, the data setannotation may include security information establishing access levels.The access levels may, for example, be configured to permit only certainindividuals, levels of employees, companies, or other entities to accessdata sets, or to permit access to specific data sets based on thetransaction, merchant, issuer, user or the like. Furthermore, thesecurity information may restrict/permit only certain actions such asaccessing, modifying, and/or deleting data sets. In one example, thedata set annotation indicates that only the data set owner or the userare permitted to delete a data set, various identified users may bepermitted to access the data set for reading, and others are altogetherexcluded from accessing the data set. However, other access restrictionparameters may also be used allowing various entities to access a dataset with various permission levels as appropriate.

The data, including the header or trailer may be received by a standalone interaction device configured to add, delete, modify, or augmentthe data in accordance with the header or trailer. As such, in variousembodiments, the header or trailer is not stored on the transactiondevice along with the associated issuer-owned data but instead theappropriate action may be taken by providing to the transactioninstrument user at the stand alone device, the appropriate option forthe action to be taken. The system may contemplate a data storagearrangement wherein the header or trailer, or header or trailer history,of the data is stored on the transaction instrument in relation to theappropriate data.

One skilled in the art will also appreciate that, for security reasons,any databases, systems, devices, servers or other components of thesystem may consist of any combination thereof at a single location or atmultiple locations, wherein each database or system includes any ofvarious suitable security features, such as firewalls, access codes,encryption, decryption, compression, decompression, and/or the like.

In various embodiments, advanced targeting module 108 may facilitate inidentifying a first version of a first section of a web page to betested. Advanced targeting module 108 may further determine that contentof a first version of a second section is dependent on the first versionof the first section of the web page. Further, advanced targeting module108 may determine based on one or more tags associated with the firstsection and the second section. Further, advanced targeting module 108may select the first version of the second section, based on the firstversion of the first section, and further based on the dependency of thesecond section on the first section. Subsequently, advanced targetingmodule 108 may transmit a first web page configuration to a first webclient 102. The first web page configuration may include the firstversion of the first section and the first version of second section.

The system and method may be described herein in terms of functionalblock components, screen shots, optional selections and variousprocessing steps. It should be appreciated that such functional blocksmay be realized by any number of hardware and/or software componentsconfigured to perform the specified functions. For example, the systemmay employ various integrated circuit components, e.g., memory elements,processing elements, logic elements, look-up tables, and the like, whichmay carry out a variety of functions under the control of one or moremicroprocessors or other control devices. Similarly, the softwareelements of the system may be implemented with any programming orscripting language such as C, C++, C#, Java, JavaScript, VBScript,Macromedia Cold Fusion, COBOL, Microsoft Active Server Pages, assembly,PERL, PHP, awk, Python, Visual Basic, SQL Stored Procedures, PL/SQL, anyUNIX shell script, and extensible markup language (XML) with the variousalgorithms being implemented with any combination of data structures,objects, processes, routines or other programming elements. Further, itshould be noted that the system may employ any number of conventionaltechniques for data transmission, signaling, data processing, networkcontrol, and the like. Still further, the system could be used to detector prevent security issues with a client-side scripting language, suchas JavaScript, VBScript or the like. For a basic introduction ofcryptography and network security, see any of the following references:(1) “Applied Cryptography: Protocols, Algorithms, And Source Code In C,”by Bruce Schneier, published by John Wiley & Sons (second edition,1995); (2) “Java Cryptography” by Jonathan Knudson, published byO'Reilly & Associates (1998); (3) “Cryptography & Network Security:Principles & Practice” by William Stallings, published by Prentice Hall;all of which are hereby incorporated by reference.

Referring to FIG. 2, advanced targeting module 108 is depicted,according to various embodiments of the disclosure. Advanced targetingmodule 108 may be configured to test an effectiveness of a web pageconfiguration. As illustrated in FIG. 2, advanced targeting module 108may include an identification module 202, a dependency module 204, aselection module 206, and a transmission module 208. Advanced targetingmodule 108 may be configured to communicate with content managementdatabase 104 and test configuration database 106 through communicationnetwork 110. However, in various embodiments, advanced targeting module108 may be implemented on a server of a third party service provider. Auser may communicate with advanced targeting module 108 throughcommunication network 110.

In various embodiments, advanced targeting module 108 may be deployed ona server of a transaction account issuer (not shown in the figure). Auser may access a web page associated with a transaction account, on anonline interface associated with the transaction account issuer. Forexample, the user may select to view one amongst a plurality of types oftransaction accounts. In an example, the transaction account web pagemay be a credit card information web page, a debit card information webpage, a cash card information web page etc. As will be understood,advanced targeting module 108 may test different types of web pageconfigurations transmitted to different users to obtain most effectiveweb page configurations to be displayed to different types of consumers.

The content of the transaction account web page to be tested may bedivided into one or more sections indicating different types ofinformation associated with the transaction account. For example, for aselected card type, such as Gold Card, one section may indicate aplurality of features available for the Gold card in a “Features”section, and another section may indicate a plurality of benefitsassociated with the features of the Gold card, in a “Benefits” section,etc.

As will be understood by a person having ordinary skill in the art, thevarious sections within the web page configuration may be interdependenton each other. For example, the “Benefits” section may be dependent onthe “Features” section, and the “Features” section may further bedependent on a “Card Type” section. The sections within the web page mayhave one or more associated tags indicating the interdependenciesamongst them. For example, the tags may be HTML tags. Further, thecontent and the plurality of sections along with the associated tagswithin the transaction account web page may be stored in contentmanagement database 104. In various embodiments, a web designer may alsostore predefined rules for tagging the sections within the web page incontent management database 104. Furthermore, the tagged versions aswell as the rules for tagging the sections may be retrieved from thecontent management database 104 in the future for processing the webpage configuration.

Advanced targeting module 108 may receive a request to access a webpage. In response to receiving the request, identification module 202within advanced targeting module 108 may identify a first section withinthe web page to be tested. For example, a first version of the“Features” section in the transaction account web page may be identifiedto be tested. Subsequently, the identification module 202 may identify afirst version of the first section based on the information associatedwith the user requesting the access to the web page. For example, theuser may select a desired card type or a desired transaction accounttype to view the related features and benefits. The identificationmodule 202 may select the first version based on the consumer's IPaddress or purchase history.

Subsequently, dependency module 204 may identify the tags associatedwith the first version of the first section of the web page. Further,dependency module 204 may determine, based on the tags associated withthe first section, that a second section is dependent on the firstsection. Advanced targeting module 108 may also associate tags with thesecond section to indicate that the second section is dependent on thefirst section. Further, the dependency module 204 may confirm thedependency of the second section on the first section based on the tagsassociated with the second section. For example, based on the tagsassociated with the “Features” section, dependency module 204 maydetermine that the “Benefits” section is dependent on the “Features”section. Subsequently, advanced targeting module 108 may associate tagswith the “Benefits” section to indicate that the “Benefits” section isdependent on the “Features” section.

The second section may be content dependent and/or behavior dependent onthe first section. For example, content dependency may indicate that thefirst section drives the content of the second section. The behaviordependency may indicate that the behavior of the second section changeswith any change in the content of the first section. For example, ifthere are any additions or removals or modifications in the “Features”section, then the corresponding “Benefits” sections may need to bedynamically updated accordingly. Based on the content of the “Features”section, the corresponding behavior for the “Benefits” section mayindicate that the benefits should be displayed in a list or as adrop-down menu. In various embodiments of the present disclosure,dependency module 204 identifies whether the second section is contentdependent or behavior dependent on the first section, based on the tagsassociated with the first section.

Selection module 206 may select the second section based on thedependency determination. The content of the second section may bedynamically selected based on the content of the first section. Forexample, if the feature selected in the “Features” section is“Membership Rewards” then the content of the second section, i.e., the“Benefits” section may include information about the membership rewardsassociated with the transaction account of the consumer. For “MembershipRewards”, or “Groceries” or “Travel Benefits” etc., in the “Features”section, the content of the “Benefits” section may include “3× rewardpoints on Airline ticketing” and/or “2× reward points on Groceries” etc.Similarly, for a “Hotel Benefits” feature selected in the “Features”section, the “Benefits” section may include “10% off on HotelReservations”.

Transmission module 208 may transmit the first version of the firstsection and the selected first version of the second section, in a firstconfiguration of the web page to a first user communicating withadvanced targeting module 108 through a first web client 102. Thetransmission of the first configuration of the web page may be inresponse to receiving a request to access the web page by a user. Forexample, the user may send a request to access the transaction accountweb page and select a desired transaction account type, such as “CreditCards” or “Debit Cards” or “Charge Cards” etc., to view the relatedfeatures and benefits. In response to the request by the user,transmission module 208 may transmit a first configuration of thetransaction account web page, including the first version of the“Features” section and a first version of the corresponding dependent“Benefits” section. Furthermore, transmission module 208 may transmit asecond web page configuration including a second version of the firstsection and a second version of the second section, to a second usercommunicating with advanced targeting module 108 through a second webclient 102.

Similarly, different configurations of the transaction account web pagemay be transmitted to different users for testing the effectiveness ofdifferent web page configurations. Further, advanced targeting module108 may use multivariate testing to obtain multivariate test results forthe different web page configurations. As will be understood by a personhaving ordinary skill in the art, different configurations of the webpages may include different versions of the first sections and thesecond sections and so on.

Advanced targeting module 108 may monitor effectiveness data associatedwith the first web page configuration, a second web page configuration,and so on. For example, the effectiveness data may include user clicks,number of user enrollments, amount of time spent on the web page, usersurvey responses, etc. The effectiveness data associated with thedifferent web page configurations may be stored in test configurationdatabase 106. For example, the effectiveness data associated with thefirst web page configuration and further associated with a first usermay be stored in the test configuration database 106 and theeffectiveness data associated with the second web page configuration andfurther associated with the second user may be stored separately in thetest configuration database 106. Additionally, the informationassociated with the first and the second user such as, the user logininformation, the user IDs etc., may be stored with the correspondingeffectiveness data in the test configuration database 106.

Subsequently, advanced targeting module 108 may compare theeffectiveness data associated with the different web page configurationsto obtain a most effective web page configuration. For example, if theuser response to the first web page configuration is better than ascompared to that of the second web page configuration, then the firstweb page configuration is selected to be the effective web pageconfiguration. Further, the obtained most effective web pageconfiguration may be selected to be displayed to all the users. Invarious embodiments, the most effective web page configuration may beselected to be displayed to all users that share one or morecharacteristics with the users involved in the testing.

Referring now to FIGS. 3-6 the process flows and screenshots depictedare merely embodiments and are not intended to limit the scope of thedisclosure. For example, the steps recited in any of the method orprocess descriptions may be executed in any order and are not limited tothe order presented. It will be appreciated that the followingdescription makes appropriate references not only to the steps and userinterface elements depicted in FIGS. 3-6, but also to the various systemcomponents as described above with reference to FIGS. 1 and 2.

FIG. 3 is an illustration 300 illustrating a first version of a web pageconfiguration with a first version of a first section and a firstversion of a second section. In various embodiments, advanced targetingmodule 108 may receive a request to access a transaction accountissuer's website from a first user through a first web client 102. Forexample, the user may select a card type such as “Credit Card” fromsection 302 to view its related features and benefits. In response toselecting the “Credit Card” option in section 302, advanced targetingmodule 108 may display the type of Credit Card to be selected by theuser. For example, for a Gold Card selected by the user, advancedtargeting module 108 may display its related features and benefits inthe first version of the first section and the first version of thesecond section. As illustrated in the current example, the first versionof the first section may include a first version of the “Features”section 304. The “Features” section 304 may include “MembershipRewards”, “Hotel Benefits”, “Travel Benefits”, and “Groceries”. Further,for the first version of the “Features” section 304, advanced targetingmodule 108 may display the related first version of the second section,i.e., the “Benefits” section 306. In said example, the “Benefits”section 306 may include benefits related to the content in the“Features” section 304, such as “3× reward points on Airline Tickets”,“2× reward points on Gas and Groceries”, “1× reward points on everypurchase”, and “10% off on select hotel reservations”. Also, advancedtargeting module 108 may display a user survey message that a user maywish to respond to. As explained earlier, the user surveys may be usedto determine effectiveness data associated with the first version of theweb page configuration.

FIG. 4 is a screen shot 400 illustrating a second version of a web pageconfiguration with a second version of a first section and a secondversion of a second section. On receiving a request from a user toaccess a transaction account issuer webpage, advanced targeting module108 may display the corresponding features and benefits in the secondversions of the first section and the second section. For example, theuser may select a card type such as “Credit Card” from section 402 toview its related features and benefits. In response to selecting a“Credit Card” from section 402, advanced targeting module 108 maydisplay the type of Credit Card to be selected by the user. For example,for a Gold Card selected by the user, advanced targeting module 108 maydisplay its related features and benefits in the second version of thefirst section and the second version of the second section. Asillustrated in the current example, the second version of the firstsection may include the second version of the “Features” section 404.The “Features” section 404 may include “No Annual Fee”, “Cash back”,“welcome offer”, “Low Interest rates”, “Dining Rewards”, and “TravelBenefits”. As will be understood by a person having ordinary skill inthe art, there may be changes in the second version of the “Features”section 404 as compared the first version of the “Features” section 304.Therefore, the second version of the second section, i.e., the secondversion of the “Benefits” section 406 may also be updated accordingly byadvanced targeting module 108. Therefore, the second version of the“Benefits” section 406 may include “Earn 1500 bonus reward points onimmediate enrollment”, “Low Interest rates on balance”, “5% cash back onselect purchases”, “5× reward points on Airline tickets”, “10% off onselect restaurants”, and “Zero Annual Fee”. The user may respond to theuser surveys, and or enroll for the card if the user finds the offersattractive. The information associated with the user, such as the usersurvey response, user clicks, user enrollment for the card etc., may bestored in test configuration database 106 for determining theeffectiveness data associated with the second web page configuration.

FIG. 5 is a screen shot 500 illustrating a third version of a web pageconfiguration with a third version of a first section and a thirdversion of a second section. For example, the user may select a cardtype such as “Debit Card” from section 502 to view its related featuresand benefits. In response to selecting a “Debit Card” from section 502,advanced targeting module 108 may display the type of Debit Card to beselected by the user. For example, for a Gold Debit Card selected by theuser, advanced targeting module 108 may display its related features andbenefits in the third version of the first section and the third versionof the second section. As illustrated in the current example, the thirdversion of the first section may include the third version of the“Features” section 504. The “Features” section 504 may include “Appareldiscounts”, “Cash back”, “Dining Rewards”, “No Annual Fee” and “TravelBenefits”. As will be understood by a person having ordinary skill inthe art, that there may be changes in the third version of the“Features” section 504 as compared the first and the second versions ofthe “Features” sections. Therefore, the third version of the secondsection, i.e., the third version of the “Benefits” section 506 may beupdated accordingly by advanced targeting module 108. Therefore, thethird version of the “Benefits” section 506 may include “2% cash back onselect stores”, “Earn reward points on every purchase”, “5% cash back onselect apparel brands”, “2× reward points on Airline tickets”, “10% offon select restaurants”, and “Zero Annual Fee”. Additionally, the usermay respond to the user surveys, and or enroll for the card if the userfinds the offers attractive. Furthermore, the information associatedwith the user, such as the user survey response, user clicks, userenrollment for the card etc., may be stored in test configurationdatabase 106 for determining the effectiveness data associated with thethird web page configuration.

FIG. 6 is a flow chart 600 illustrating one example process of advancedtargeting method according to various embodiments. A computer basedsystem may receive transaction account login credentials associated witha user on a secure area of a transaction account website. Thetransaction account website may include an online interface associatedwith a transaction account issuer. Further, the content of thetransaction account web page to be tested is divided into one or moresections indicating different types of information associated with thetransaction account. The computer based system further receives arequest to access a web page configuration.

At step 602, a computer based system identifies a first version of afirst section within the web page to be tested. The computer basedsystem as described herein may include advanced targeting module 108.Advanced targeting module 108 may be implemented on a server of thetransaction account issuer or on a third party service provider.Subsequently the computer based system identifies one or more tagsassociated with the first version of the first section of the web page.Further, computer based system may store the tags associated with thefirst version of the first section of the web page in a contentmanagement database 104 for future retrieval.

At step 604, the computer based system determines that a content of asecond section of the web page is dependent on the first section. Thecomputer based system may associate tags with the second section toindicate that the second section is dependent on the first section.Further, the associated tags may confirm the dependency of the secondsection on the first section. Additionally, the second section may becontent dependent and/or behavior dependent on the first section of theweb page. Furthermore, computer based system may store the tagsassociated with the second section in the content management database104.

In response to the determination, in step 606, the computer based systemmay select the first version of the second section based on the firstsection. Further, computer based system may dynamically select thecontent of the second section based on the content of the first section.

At step 608, the computer based system may transmit the first version ofthe first section and the selected first version of the second section,in a first configuration of the transaction account web page to a firstuser. The user may communicate with the computer based system through afirst web client 102. Similarly, the computer based system may transmitdifferent configurations of the transaction account web page todifferent users for testing the effectiveness of different web pageconfigurations. The computer based system may use multivariate testingto obtain multivariate test results for the different web pageconfigurations. The different configurations of the web pages mayinclude different versions of the first sections and the second sectionsand so on.

The computer based system may monitor effectiveness data associated withthe first web page configuration, a second web page configuration, andso on. The effectiveness data associated with the different web pageconfigurations may be compared to obtain a most effective web pageconfiguration. Consequently, the obtained most effective web pageconfiguration may be selected to be displayed to all the users when theweb page goes live. In various embodiments, the most effective web pageconfiguration may be selected to be displayed to all users that shareone or more characteristics with the users involved in the testing. Invarious embodiments, the computer based system may store theeffectiveness data associated with the different web page configurationsin a test configuration database 106.

The present disclosure (i.e., Default Payment Setting Module, process600, any part(s) or function(s) thereof) may be implemented usinghardware, software or a combination thereof, and may be implemented inone or more computer systems or other processing systems. However, themanipulations performed by the disclosure were often referred to interms, such as comparing or checking, which are commonly associated withmental operations performed by a human operator. No such capability of ahuman operator is necessary, or desirable in most cases, in any of theoperations described herein, which form a part of the system. Rather,the operations are machine operations. Useful machines for performingthe operations in the system may include general-purpose digitalcomputers or similar devices.

In fact, in accordance with various embodiments of the present system,the present system is directed towards one or more computer systemscapable of carrying out the functionality described herein.

The computer system 700 includes at least one processor, such as aprocessor 702. Processor 702 is connected to a communicationinfrastructure 704, for example, a communications bus, a cross over bar,a network, and the like. Various software embodiments are described interms of this exemplary computer system 700. After reading thisdescription, it will become apparent to a person skilled in the relevantart(s) how to implement the system using other computer systems and/orarchitectures.

The computer system 700 includes a display interface 706 that forwardsgraphics, text, and other data from the communication infrastructure 704for display on a display unit 708.

The computer system 700 further includes a main memory 710, such asrandom access memory (RAM), and may also include a secondary memory 712.The secondary memory 712 may further include, for example, a hard diskdrive 714 and/or a removable storage drive 716, representing a floppydisk drive, a magnetic tape drive, an optical disk drive, etc. Theremovable storage drive 716 reads from and/or writes to a removablestorage unit 718 in a well known manner. The removable storage unit 718may represent a floppy disk, magnetic tape or an optical disk, and maybe read by and written to by the removable storage drive 716. As will beappreciated, the removable storage unit 718 includes a computer usablestorage medium having stored therein, computer software and/or data.

In accordance with various embodiments of the system, the secondarymemory 712 may include other similar devices for allowing computerprograms or other instructions to be loaded into the computer system700. Such devices may include, for example, a removable storage unit720, and an interface 722. Examples of such may include a programcartridge and cartridge interface (such as that found in video gamedevices), a removable memory chip (such as an erasable programmable readonly memory (EPROM), or programmable read only memory (PROM)) andassociated socket, and other removable storage units 720 and interfaces722, which allow software and data to be transferred from the removablestorage unit 720 to the computer system 700.

The computer system 700 may further include a communication interface724. The communication interface 724 allows software and data to betransferred between the computer system 700 and external devices.Examples of the communication interface 724 include, but may not belimited to a modem, a network interface (such as an Ethernet card), acommunications port, a Personal Computer Memory Card InternationalAssociation (PCMCIA) slot and card, and the like. Software and datatransferred via the communication interface 724 are in the form of aplurality of signals, hereinafter referred to as signals 726, which maybe electronic, electromagnetic, optical or other signals capable ofbeing received by the communication interface 724. The signals 726 areprovided to the communication interface 724 via a communication path(e.g., channel) 728. The communication path 728 carries the signals 726and may be implemented using wire or cable, fiber optics, a telephoneline, a cellular link, a radio frequency (RF) link and othercommunication channels.

In this document, the terms “computer program medium” and “computerusable medium” are used to generally refer to media such as theremovable storage drive 716, a hard disk installed in hard disk drive714, the signals 726, and the like. These computer program productsprovide software to the computer system 700. The disclosure is directedto such computer program products.

Computer programs (also referred to as computer control logic) arestored in the main memory 710 and/or the secondary memory 712. Computerprograms may also be received via the communication interface 704. Suchcomputer programs, when executed, enable the computer system 700 toperform the features of the disclosure, as discussed herein. Inparticular, the computer programs, when executed, enable the processor702 to perform the features of the disclosure. Accordingly, suchcomputer programs represent controllers of the computer system 700.

In accordance with various embodiments, where the system is implementedusing software, the software may be stored in a computer program productand loaded into the computer system 700 using the removable storagedrive 716, the hard disk drive 714 or the communication interface 724.The control logic (software), when executed by the processor 702, causesthe processor 702 to perform the functions of the system as describedherein.

In various embodiments, the system may be implemented primarily inhardware using, for example, hardware components such as applicationspecific integrated circuits (ASIC). Implementation of the hardwarestate machine so as to perform the functions described herein will beapparent to persons skilled in the relevant art(s).

In various embodiments, the system is implemented using a combination ofboth the hardware and the software.

While various embodiments of the disclosure have been described above,it should be understood that they have been presented by way of example,and not limitation. It will be apparent to persons skilled in therelevant art(s) that various changes in form and detail can be madetherein without departing from the spirit and scope of the disclosure.Thus, the disclosure should not be limited by any of the above describedexemplary embodiments, but should be defined only in accordance with thefollowing claims and their equivalents.

In addition, it should be understood that the figures illustrated in theattachments, which highlight the functionality and advantages of thedisclosure, are presented for example purposes only. The architecture ofthe system is sufficiently flexible and configurable, such that it maybe utilized (and navigated) in ways other than that shown in theaccompanying figures.

As will be appreciated by one of ordinary skill in the art, the systemmay be embodied as a customization of an existing system, an add-onproduct, a processing apparatus executing upgraded software, a standalone system, a distributed system, a method, a data processing system,a device for data processing, and/or a computer program product.Accordingly, any portion of the system or a module may take the form ofa processing apparatus executing code, an internet based embodiment, anentirely hardware embodiment, or an embodiment combining aspects of theinternet, software and hardware. Furthermore, the system may take theform of a computer program product on a computer-readable storage mediumhaving computer-readable program code means embodied in the storagemedium. Any suitable computer-readable storage medium may be utilized,including hard disks, CD-ROM, optical storage devices, magnetic storagedevices, and/or the like.

Practitioners will also appreciate that there are a number of methodsfor displaying data within a browser-based document. Data may berepresented as standard text or within a fixed list, scrollable list,drop-down list, editable text field, fixed text field, pop-up window,and the like. Likewise, there are a number of methods available formodifying data in a web page such as, for example, free text entry usinga keyboard, selection of menu items, check boxes, option boxes, and thelike.

In various embodiments, the methods described herein are implementedusing the various particular machines described herein. The methodsdescribed herein may be implemented using the described particularmachines, and those hereinafter developed, in any suitable combination,as would be appreciated immediately by one skilled in the art. Further,as is unambiguous from this disclosure, the methods described herein mayresult in various transformations of certain articles.

The various system components discussed herein may include one or moreof the following: a host server or other computing systems including aprocessor for processing digital data; a memory coupled to the processorfor storing digital data; an input digitizer coupled to the processorfor inputting digital data; an application program stored in the memoryand accessible by the processor for directing processing of digital databy the processor; a display device coupled to the processor and memoryfor displaying information derived from digital data processed by theprocessor; and a plurality of databases. Various databases used hereinmay include: client data; merchant data; financial institution data;and/or like data useful in the operation of the system. As those skilledin the art will appreciate, user computer may include an operatingsystem (e.g., Windows NT, Windows 95/98/2000, Windows XP, Windows Vista,Windows 7, OS2, UNIX, Linux, Solaris, MacOS, etc.) as well as variousconventional support software and drivers typically associated withcomputers.

In various embodiments, the server may include application servers (e.g.WEB SPHERE, WEB LOGIC, JBOSS). In various embodiments, the server mayinclude web servers (e.g. APACHE, IIS, GWS, SUN JAVA SYSTEM WEB SERVER).

In various embodiments, components, modules, and/or engines of system100 may be implemented as micro-applications or micro-apps. Micro-appsare typically deployed in the context of a mobile operating system,including for example, a Palm mobile operating system, a Windows mobileoperating system, an Android Operating System, Apple iOS, a Blackberryoperating system and the like. The micro-app may be configured toleverage the resources of the larger operating system and associatedhardware via a set of predetermined rules which govern the operations ofvarious operating systems and hardware resources. For example, where amicro-app desires to communicate with a device or network other than themobile device or mobile operating system, the micro-app may leverage thecommunication protocol of the operating system and associated devicehardware under the predetermined rules of the mobile operating system.Moreover, where the micro-app desires an input from a user, themicro-app may be configured to request a response from the operatingsystem which monitors various hardware components and then communicatesa detected input from the hardware to the micro-app.

The various system components may be independently, separately orcollectively suitably coupled to the network via data links whichincludes, for example, a connection to an Internet Service Provider(ISP) over the local loop as is typically used in connection withstandard modem communication, cable modem, Dish networks, ISDN, DigitalSubscriber Line (DSL), or various wireless communication methods, see,e.g., GILBERT HELD, UNDERSTANDING DATA COMMUNICATIONS (1996), which ishereby incorporated by reference. It is noted that the network may beimplemented as other types of networks, such as an interactivetelevision (ITV) network. Moreover, the system contemplates the use,sale or distribution of any goods, services or information over anynetwork having similar functionality described herein.

“Cloud” or “Cloud computing” includes a model for enabling convenient,on-demand network access to a shared pool of configurable computingresources (e.g., networks, servers, storage, applications, and services)that can be rapidly provisioned and released with minimal managementeffort or service provider interaction. Cloud computing may includelocation-independent computing, whereby shared servers provideresources, software, and data to computers and other devices on demand.For more information regarding cloud computing, see the NIST's (NationalInstitute of Standards and Technology) definition of cloud computing athttp://csrc.nist.gov/groups/SNS/cloud-computing/cloud-def-v15.doc (lastvisited Feb. 4, 2011), which is hereby incorporated by reference in itsentirety.

The computers discussed herein may provide a suitable website or otherInternet-based graphical user interface which is accessible by users. Invarious embodiments, the Microsoft Internet Information Server (IIS),Microsoft Transaction Server (MTS), and Microsoft SQL Server, are usedin conjunction with the Microsoft operating system, Microsoft NT webserver software, a Microsoft SQL Server database system, and a MicrosoftCommerce Server. Additionally, components such as Access or MicrosoftSQL Server, Oracle, Sybase, Informix MySQL, Interbase, etc., may be usedto provide an Active Data Object (ADO) compliant database managementsystem. In various embodiments, the Apache web server is used inconjunction with a Linux operating system, a MySQL database, and thePerl, PHP, and/or Python programming languages.

Any of the communications, inputs, storage, databases or displaysdiscussed herein may be facilitated through a website having web pages.The term “web page” as it is used herein is not meant to limit the typeof documents and applications that might be used to interact with theuser. For example, a typical website might include, in addition tostandard HTML documents, various forms, Java applets, JavaScript, activeserver pages (ASP), common gateway interface scripts (CGI), extensiblemarkup language (XML), dynamic HTML, cascading style sheets (CSS), AJAX(Asynchronous Javascript And XML), helper applications, plug-ins, andthe like. A server may include a web service that receives a requestfrom a web server, the request including a URL(http://yahoo.com/stockquotes/ge) and an IP address (123.56.789.234).The web server retrieves the appropriate web pages and sends the data orapplications for the web pages to the IP address. Web services areapplications that are capable of interacting with other applicationsover a communications means, such as the internet. Web services aretypically based on standards or protocols such as XML, SOAP, AJAX, WSDLand UDDI. Web services methods are well known in the art, and arecovered in many standard texts. See, e.g., ALEX NGHIEM, IT WEB SERVICES:A ROADMAP FOR THE ENTERPRISE (2003), hereby incorporated by reference.

As used herein, “transmit” may include sending electronic data from onesystem component to another over a network connection. Additionally, asused herein, “data” may include encompassing information such ascommands, queries, files, data for storage, and the like in digital orany other form.

The phrases consumer, customer, user, account holder, cardmember or thelike shall include any person, entity, government organization,business, machine associated with a transaction account, buys merchantofferings offered by one or more merchants using the account and/or whois legally designated for performing transactions on the account,regardless of whether a physical card is associated with the account.For example, the cardmember may include a transaction account owner, atransaction account user, an account affiliate, a child account user, asubsidiary account user, a beneficiary of an account, a custodian of anaccount, and/or any other person or entity affiliated or associated witha transaction account.

For the sake of brevity, conventional data networking, applicationdevelopment and other functional aspects of the systems (and componentsof the individual operating components of the systems) may not bedescribed in detail herein. Furthermore, the connecting lines shown inthe various figures contained herein are intended to represent exemplaryfunctional relationships and/or physical couplings between the variouselements. It should be noted that many alternative or additionalfunctional relationships or physical connections may be present in apractical system.

The system and method is described herein with reference to screenshots, block diagrams and flowchart illustrations of methods, apparatus(e.g., systems), and computer program products according to variousembodiments. It will be understood that each functional block of theblock diagrams and the flowchart illustrations, and combinations offunctional blocks in the block diagrams and flowchart illustrations,respectively, can be implemented by computer program instructions.

These computer program instructions may be loaded onto a general purposecomputer, special purpose computer, or other programmable dataprocessing apparatus to produce a machine, such that the instructionsthat execute on the computer or other programmable data processingapparatus create means for implementing the functions specified in theflowchart block or blocks. These computer program instructions may alsobe stored in a computer-readable memory that can direct a computer orother programmable data processing apparatus to function in a particularmanner, such that the instructions stored in the computer-readablememory produce an article of manufacture including instruction meanswhich implement the function specified in the flowchart block or blocks.The computer program instructions may also be loaded onto a computer orother programmable data processing apparatus to cause a series ofoperational steps to be performed on the computer or other programmableapparatus to produce a computer-implemented process such that theinstructions which execute on the computer or other programmableapparatus provide steps for implementing the functions specified in theflowchart block or blocks.

Accordingly, functional blocks of the block diagrams and flowchartillustrations support combinations of means for performing the specifiedfunctions, combinations of steps for performing the specified functions,and program instruction means for performing the specified functions. Itwill also be understood that each functional block of the block diagramsand flowchart illustrations, and combinations of functional blocks inthe block diagrams and flowchart illustrations, can be implemented byeither special purpose hardware-based computer systems which perform thespecified functions or steps, or suitable combinations of specialpurpose hardware and computer instructions. Further, illustrations ofthe process flows and the descriptions thereof may make reference touser windows, webpages, websites, web forms, prompts, etc. Practitionerswill appreciate that the illustrated steps described herein may comprisein any number of configurations including the use of windows, webpages,web forms, popup windows, prompts and the like. It should be furtherappreciated that the multiple steps as illustrated and described may becombined into single webpages and/or windows but have been expanded forthe sake of simplicity. In other cases, steps illustrated and describedas single process steps may be separated into multiple webpages and/orwindows but have been combined for simplicity.

In the detailed description herein, references to “various embodiments”,“one embodiment”, “an embodiment”, “an example embodiment”, etc.,indicate that the embodiment described may include a particular feature,structure, or characteristic, but every embodiment may not necessarilyinclude the particular feature, structure, or characteristic. Moreover,such phrases are not necessarily referring to the same embodiment.Further, when a particular feature, structure, or characteristic isdescribed in connection with an embodiment, it is submitted that it iswithin the knowledge of one skilled in the art to effect such feature,structure, or characteristic in connection with other embodimentswhether or not explicitly described. After reading the description, itwill be apparent to one skilled in the relevant art(s) how to implementthe disclosure in alternative embodiments.

The term “non-transitory” is to be understood to remove only propagatingtransitory signals per se from the claim scope and does not relinquishrights to all standard computer-readable media that are not onlypropagating transitory signals per se. Stated another way, the meaningof the term “non-transitory computer-readable medium” and“non-transitory computer-readable storage medium” should be construed toexclude only those types of transitory computer-readable media whichwere found in In Re Nuijten to fall outside the scope of patentablesubject matter under 35 U.S.C. §101.

Benefits, other advantages, and solutions to problems have beendescribed herein with regard to specific embodiments. However, thebenefits, advantages, solutions to problems, and any elements that maycause any benefit, advantage, or solution to occur or become morepronounced are not to be construed as critical, required, or essentialfeatures or elements of the disclosure. The scope of the disclosure isaccordingly to be limited by nothing other than the appended claims, inwhich reference to an element in the singular is not intended to mean“one and only one” unless explicitly so stated, but rather “one ormore.” Moreover, where a phrase similar to ‘at least one of A, B, and C’or ‘at least one of A, B, or C’ is used in the claims or specification,it is intended that the phrase be interpreted to mean that A alone maybe present in an embodiment, B alone may be present in an embodiment, Calone may be present in an embodiment, or that any combination of theelements A, B and C may be present in a single embodiment; for example,A and B, A and C, B and C, or A and B and C. Although the disclosureincludes a method, it is contemplated that it may be embodied ascomputer program instructions on a tangible computer-readable carrier,such as a magnetic or optical memory or a magnetic or optical disk. Allstructural, chemical, and functional equivalents to the elements of theabove-described exemplary embodiments that are known to those ofordinary skill in the art are expressly incorporated herein by referenceand are intended to be encompassed by the present claims. Moreover, itis not necessary for a device or method to address each and everyproblem sought to be solved by the present disclosure, for it to beencompassed by the present claims. Furthermore, no element, component,or method step in the present disclosure is intended to be dedicated tothe public regardless of whether the element, component, or method stepis explicitly recited in the claims. No claim element herein is to beconstrued under the provisions of 35 U.S.C. 112, sixth paragraph, unlessthe element is expressly recited using the phrase “means for.” As usedherein, the terms “comprises”, “comprising”, or any other variationthereof, are intended to cover a non-exclusive inclusion, such that aprocess, method, article, or apparatus that comprises a list of elementsdoes not include only those elements but may include other elements notexpressly listed or inherent to such process, method, article, orapparatus.

Further, the purpose of the foregoing Abstract is to enable the U.S.Patent and Trademark Office and the public generally, and especially thescientists, engineers and practitioners in the art who are not familiarwith patent or legal terms or phraseology, to determine quickly from acursory inspection the nature and essence of the technical disclosure ofthe application. The Abstract is not intended to be limiting as to thescope of the disclosure in any way.

I claim:
 1. A computer-implemented method comprising: modifying, by acomputer-based system, a second content of a second section of awebpage; and modifying, by the computer-based system and in response tothe modifying the second content of the second section, a first contentof a first section of the webpage, based on a second tag indicating thatthe second content of the second section is dependent on the firstcontent of the first section, wherein the first section comprises afirst tag indicating that the second content of the second section ofthe webpage is dependent on the first content of the first section,wherein the second section comprises a second tag indicating that thesecond content of the second section of the webpage is dependent on thefirst content of the first section.
 2. The method of claim 1, whereinthe second content of the second section is selected dynamically basedupon the first content of the first section.
 3. The method of claim 1,further comprising transmitting, by the computer-based system, a firstwebpage configuration comprising a first version of the first sectionand a first version of the second section to a first web client, inresponse to receiving a request to access the webpage.
 4. The method ofclaim 1, further comprising determining, by the computer-based system,behavior of the second section is dependent on the first content of thefirst section.
 5. The method of claim 1, further comprising monitoring,by the computer-based system, the first web client to obtaineffectiveness data associated with at least one of the first webpageconfiguration or a second webpage configuration.
 6. The method of claim5, wherein the effectiveness data comprises at least one of number ofuser clicks, number of user enrollments, amount of time spent on thewebpage, or user survey responses.
 7. The method of claim 1, furthercomprising transmitting, by the computer-based system, a second webpageconfiguration comprising a second version of the first section and asecond version of the second section to a second web client.
 8. Themethod of claim 7, further comprising comparing, by the computer-basedsystem, the effectiveness data associated with the first webpageconfiguration with the effectiveness data associated with the secondwebpage configuration.
 9. The method of claim 1, further comprisingdetermining, by the computer-based system and based on the first tag,that the second content of the second section of the webpage isdependent on the first content of the first section.
 10. The method ofclaim 1, further comprising: identifying, by the computer-based system,a first version of the first section of the webpage to be tested;retrieving, by the computer-based system, the first version of the firstsection; and selecting, by the computer-based system, a first version ofthe second section based on the first version of the first section. 11.The method of claim 1, further comprising associating, by thecomputer-based system, the first tag with the first section.
 12. Themethod of claim 11, wherein a behavior of the second section is selectedbased upon the first tag.
 13. The method of claim 11, wherein the firsttag comprises html.
 14. The method of claim 1, wherein the second tagindicates that a behavior of the second section is dependent on thefirst section.
 15. The method of claim 1, further comprising storing, bythe computer-based system, multivariate test results.
 16. The method ofclaim 1, further comprising: receiving, by the computer-based system,information associated with a user; and identifying, by thecomputer-based system, a first version of the first section of thewebpage to be tested based upon the information associated with theuser.
 17. The method of claim 16, further comprising associating, by thecomputer-based system, the information associated with the user witheffectiveness data associated the first webpage configuration.
 18. Themethod of claim 1, wherein the first section comprises features of atransaction account, and wherein the second section comprises benefitsassociated with the features.
 19. An article of manufacture including anon-transitory, tangible computer readable storage medium havinginstructions stored thereon that, in response to execution by acomputer-based system, cause the computer-based system to performoperations comprising: modifying, by the computer-based system, a secondcontent of a second section of a webpage; and modifying, by thecomputer-based system and in response to the modifying the secondcontent of the second section, a first content of a first section of thewebpage, based on a second tag indicating that the second content of thesecond section is dependent on the first content of the first section,wherein the first section comprises a first tag indicating that thesecond content of the second section of the webpage is dependent on thefirst content of the first section, wherein the second section comprisesa second tag indicating that the second content of the second section ofthe webpage is dependent on the first content of the first section. 20.A system comprising: a processor, a tangible, non-transitory memoryconfigured to communicate with the processor, the tangible,non-transitory memory having instructions stored thereon that, inresponse to execution by the processor, cause the processor to performoperations comprising: modifying, by the processor, a second content ofa second section of a webpage; and modifying, by the processor and inresponse to the modifying the second content of the second section, afirst content of a first section of the webpage, based on a second tagindicating that the second content of the second section is dependent onthe first content of the first section, wherein the first sectioncomprises a first tag indicating that the second content of the secondsection of the webpage is dependent on the first content of the firstsection, wherein the second section comprises a second tag indicatingthat the second content of the second section of the webpage isdependent on the first content of the first section.